Online Influence and Persuasion

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Online Influence and Persuasion

This course is part of Social Media Analytics Specialization

Instructor: Ian McCulloh

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Understand the foundations of social media analytics and its impact on organizational behavior.
Explore theories of online influence, including the role of misinformation and platform manipulation.
Examine how cognitive biases shape beliefs and behaviors within social media networks.
Acquire hands-on skills in managing social media data using APIs for comprehensive analysis.

Skills you'll gain

Tools you'll learn

Application Programming Interface (API)

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

12 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Social Media Analytics Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

In the "Online Influence and Persuasion" course, learners will explore the intricate dynamics of social media through the lens of Social Network Analysis (SNA). This course is designed to equip you with essential skills to analyze how social media influences behaviors, perceptions, and organizational structures. By mastering key SNA measures and clustering techniques, you will uncover valuable insights into network subgroups and social forces.

What sets this course apart is its comprehensive approach to understanding online influence, including the neurobiological aspects of social media addiction and the interplay between misinformation and persuasion. You will gain hands-on experience managing social media data through APIs, enabling you to extract, transform, and analyze data effectively. By the end of this course, you will not only understand the theoretical foundations of online influence and persuasion but also acquire practical skills that can be applied in various contexts, from marketing to behavioral research. This unique combination of theory and practice will prepare you to navigate the complexities of the digital landscape and make data-driven decisions that can enhance organizational effectiveness.

In this course, you will explore the practical applications of machine learning through hands-on modules covering data pre-processing, feature extraction, model evaluation, and supervised learning techniques. You will delve into specialized topics such as computer vision and learn to implement and assess various machine learning models. This course combines theoretical insights with practical lab activities to equip you with essential skills in applied machine learning.

What's included

1 reading1 plugin

In this module, you will delve into Social Network Analysis (SNA), mastering the calculation of key SNA measures and understanding their significance in organizational behavior. You will also learn to cluster network subgroups to uncover structural insights. You will explore statistical tests tailored for analyzing social forces within networks, equipping you to interpret and apply SNA findings effectively in various contexts.

What's included

4 videos3 readings3 assignments

4 videos Total 85 minutes

Social Media Analytics Introduction 28 minutes
Definition 3 minutes
Trends and Statistics 22 minutes
Information Warfare 31 minutes

3 readings Total 100 minutes

Reading References 30 minutes
Reading References 30 minutes
Self-Reflective Reading: Challenges and Opportunities in Social Media Analytics 40 minutes

3 assignments Total 90 minutes

Social Media Analytics Introduction 60 minutes
Understanding Social Media Analytics 15 minutes
Exploring Social Media Analytics and Information Warfare 15 minutes

In this module, you will delve into Online Influence and Persuasion, exploring the complexities of social media dynamics. You will understand the counter-intuitive nature of influence and the interplay between disinformation, misinformation, malinformation, and propaganda. You will gain insights into social media addiction from a neurobiological perspective and examine common theories of influence and persuasion, moderated within online contexts. Additionally, you will explore platform manipulation and the role of recommender systems in shaping online behaviors and perceptions.

What's included

5 videos4 readings3 assignments

5 videos Total 127 minutes

Online Influence and Persuasion 27 minutes
Boomerang and Rumor Correction 23 minutes
Social Neuroscience 26 minutes
Narrative Transport 27 minutes
Platform Manipulation and Interventions 24 minutes

4 readings Total 140 minutes

Reading References 20 minutes
Misinformation Overview 60 minutes
Reading References 20 minutes
Self-Reflective Reading: Echo Chambers, Boomerang Effects, and Fake News 40 minutes

3 assignments Total 90 minutes

Online Influence and Persuasion 60 minutes
Understanding Social Media Influence Dynamics 18 minutes
Theories and Strategies in Online Persuasion 12 minutes

In this module, you will explore the dynamics of influence, network conformity, and cognitive biases in online environments. You will also understand how network conformity shapes beliefs and behaviors and examine the phenomenon of majority illusion. You will also explore the neural basis of persuasion and the impact of cognitive biases on online interactions, equipping you with insights into combating disinformation and promoting critical thinking in digital spaces.

What's included

4 videos4 readings3 assignments

4 videos Total 57 minutes

Influence and Rumor Correction 12 minutes
Network Conformity 14 minutes
Neural Basis of Persuasion 6 minutes
Disinformation 25 minutes

4 readings Total 120 minutes

Reading References 30 minutes
Reading References 10 minutes
Self-Reflective Reading: Social Networks Influence 40 minutes
Self-Reflective Reading: Social Media, Misinformation, and Democracy 40 minutes

3 assignments Total 90 minutes

Network Conformity and Fake News 60 minutes
Understanding Network Conformity 15 minutes
Cognitive Biases in Online Behavior 15 minutes

In this module, you will gain practical expertise in managing social media data through APIs (Application Programming Interfaces). You will learn to extract, transform, and load data from various platforms for comprehensive analysis, integrating external data sources to enrich your analytical capabilities and insights.

What's included

3 videos5 readings3 assignments1 ungraded lab

3 videos Total 47 minutes

Introduction 6 minutes
Legal Considerations 28 minutes
APIs 12 minutes

5 readings Total 205 minutes

Information & Social Analysis of Reddit 30 minutes
Outdated APIs for Reference and Example 35 minutes
Additional Python Scripts 40 minutes
Python Scripts for Data Collection 60 minutes
Self-Reflective Reading: Social Media Data Collection 40 minutes

3 assignments Total 90 minutes

Data and APIs 60 minutes
Introduction to APIs and Data Formats 18 minutes
Practical Data Handling with Python 12 minutes

1 ungraded lab Total 60 minutes

Practice Lab: Scraping Data from a Multi-Page Website Using Python 60 minutes

Earn a career certificate

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Instructor

Ian McCulloh

Johns Hopkins University

17 Courses 25,584 learners

Offered by

Johns Hopkins University

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.